The State of Marketing Analytics: Insights in the age of the customer

Report Statistics

Rating:

5

Charts and Graphs: 31

Executive Summary

There’s more data available than ever, and that’s exactly why it’s so challenging to truly make sense of marketing data. While cloud-based data platforms have accelerated the availability and access of marketing data, it hasn’t made the marketer’s job any easier. It’s just the opposite. ‘Mo’ data, mo’ problems.’

It’s an Excel-spreadsheet-in-your-inbox world, and we’re just living in it.

That’s not to say there isn’t room for optimism. Both established vendors and the startup marketplace are gathering en masse around the following themes for to make data ultra-available and ultra-usable. You, the marketer, simply need to catch up.

Distributed, contextual data: Organizations struggle with finding/delivering the right information, at the right time, in the right format, to the right audience. The data is there. The content and services are catching up. Marketer skills still lag significantly in this area, but there’s reason for optimism.

This report is incredibly impressive. It is head and shoulders above what I've seen from other research firms in terms of readability and overall experience. My team grasped the value of the marketing analytics report quickly and applied the data to inform some upcoming projects immediately!

Methodology: This report is comprised of a survey of over 1,000 marketing analytics professionals across 10 key marketing analytics data use cases; a review of hundreds of vendor-driven best practices documents; 3rd-party research from established firms; case studies; and dozens of interviews.